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Mike, thank you for this article. I hope readers will see how precious your message here is.

You’ve been designing amazing websites for Carsonified, skillfully walking on the great design tightrope that requires balance between unique style and no-need-to-think functionality.

Engaging to users in an emotional level (Don Norman’s visceral level) is key and thinking the web would magically escape from that rule is naive. Getting to some middle-ground is fairly easy, but nailing it time and time again is hard as hell.